The ethical, more and more important reasons at the time of consuming

20-05-2019 by GuelphinFinitinissan It mediates

That the consumption model is in constant change is a fact. The consumer, generally, or looks much more there with which the main necessity that is satisfied it covers the product, or the price that it has with respect to the competition. Although logically these continue being some drivers very determining of purchase, is another motivation that is acquiring a decisive importance: the reputation that has our brand and its relation with ethical concepts as ecologism, the circular economy, solidarity or the collaborative economy.

The consumer evaluates the companies it jeopardize

All these values have happened to be much more sensible for the consumer. Thus, we see how it is raising to the reputation and the image name brand of the companies that responsibly manage the natural resources, that offer an suitable treatment to their employees and who manage the delocalisation in emergent countries with ethical criteria. Really, that contributes value to the general interest and to the society, and not only to they themselves as buying individuals. The consumer has adopted a new one brings back to consciousness more sensible and, along with the considerable increase of power that brand-client has gained in the relation, he feels like indispensable to much more take care of the corporative image in terms of RSC and sustainability.

The ethical values of the brands in €œnumbers€

This preoccupation towards the ethical values of the brands has been reflected in the study €œAnother consumption for a better future€, made by the Organization of Consumers and Usuarios (OCU) in collaboration with Global NESI Forum (Forum of New Economy and Social Innovation). In that investigation, they have analyzed indeed the effect that has the new behaviors of the Spanish consumers in their actual decisions of purchase.

According to it is reflected in the study, nothing else and nothing less than 73% of the survey ones (of a total of 1,284 people, being a representative sample of the Spanish population) openly declares to give a great importance him to the ethical and ecological aspects at the time of making its decisions from purchase. One is a very high percentage that endorses clearly this tendency of consumption, since it can pour off a great number of sales in very competitive markets in which the differentiation prevails.

The empoderamiento of the consumer: the origin of this tendency

It is being increased brings back to consciousness of which it is possible to penalize the behaviors that are considered abusive on the part of the companies, as well as to award those that agrees with their values and preferences. In this sense, the study determines that 62% of the Spanish consumers consider that its consumption is a very powerful tool to change the world, reaffirming this new privileged position. 57%, in addition, feel identified with the values of the brands that benefit to the people and the planet.

Evidently, so that these phenomena consolidate as generalized tendency, they must be followed of more or less massive form. The new responsible forms to consume according to ethical values, are become viral and widely accepted by the great majority of consumers. But the task is complicated in many occasions by a series of barriers that, actually, makes difficult that the consumers are congruent to the one hundred percent at the time of always consuming of ethical form. The lack of information (in a 60% of the cases), the price (58%), the accessibility (54%) and the difficulty to find responsible companies ethically speaking (52%) is the main stumbling blocks that find the consumers to be able to take to end their will to consume ethically.

This tendency supposes a great latent opportunity for the brands that want to be different themselves adopting this series from values so widely accepted. How they can adapt it to his strategies of marketing? To facilitate products that have ethical character with effort (36% of the survey ones would be arranged to pay a small cost overrun by ecological products 100%), or to take care of plus Responsabilidad Social Corporativa (RSC) of the brands can be very advisable strategies to differentiate and to secure a competitive advantage to us in a more and more sensible market to these values.

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The Spaniards, more and more unfaithful to the brands

15-05-2019 by GuelphinFinitinissan He mediates

According to a recent study, the Spaniards we are less and less inclined to consume a single brand and to change and to prove other new ones. In other words, the Spaniards we are more and more unfaithful to our brands of all the life.

We were, therefore, before a new challenge for marketing. No longer he tries himself only to gain more and more clients, but to seat some solid bases not to lose those that already we have. The loyalty strategies gain weight in the policies of the brands. It is not necessary to give nothing to the new competitors who, mainly in markets with few entry barrier, appear now by all sides and that, overnight, can acquire a great popularity with innovators (and not very expensive) campaigns of digital marketing and social networks.

The certain thing is that the consumption structure has changed and the consumer now is equipped with much more power that for some years. And this brings about an increasing infidelity name brand, as it reflects the I Study of Relational Marketing, elaborated by Mediapost in collaboration with the Association of Marketing of Spain.

The main conclusion of the mentioned study is that a 5.9% of the survey Spanish consumers are only faithful to a same brand under any circumstance. It is a data that shows a substantial variation with the reflected one in another similar study, the Loyalty Monitor, also realised by Mediapost in 2017. According to this last survey, only two years ago the percentage of faithful Spanish consumers was of 12%. That is, that we have lowered from 12% to 5.9% in very just a short time.

The fidelity degree is not homogenous, according to indicates the I Study of Relational Marketing. A showy territorial slant exists first of all, since there are in our country certain autonomous regions whose consumers are €œdissolute more€ with the brands that those of others. In this sense, the most outstanding data talks about to Madrid, where only a 2.8% of the consumers affirm to be faithful to a brand €œpass which pass€. Murcia very follows close by the passages of Madrid, with an equally full 3.1%. It is clear that the consumer has finished releasing and the loyalty happens for being a high-priority pending task for the marketing departments of the companies.

But also we can speak of a generational slant. Unlike which it could think, by once in the life target millennial he is not the one that more problems presents this time. Quite the opposite, since the young people among 25 and 34 years are the segment of more faithful population (with a 11.3% against that 5.9% general), being in addition the only segment to age that has maintained this same percentage from the previous Loyalty study Monitor of Mediapost of 2017. More likely the cause is the communication form, key at the time of fidelizar. Due to their greater handling and proximity to the social networks and marketing online, the young people are more accessible by these routes, trying a bidirectional way of communication.

But, what takes to the consumers to be less and less faithful to the brands? First that there is to consider he is that the main factor that inclines to a buyer towards a brand or another one talks about to the qualities of the product: 70.3% of the Spanish consumers buy a brand determined by the quality-price who offer, and in a 62.1% by the strict satisfaction of their latent needs. Therefore, the infidelity causes directly are related to both indicators. The data speak in case single: 58.7% leave €œits€ brand on the other when it finds €œother attractive supplies in the point of sale€; 56.4% do by €œbetter prices€; and, 54%, €œto prove new things€.

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